RESEARCH ON CONSUMER BEHAVIOR AND FACTORS SHAPING DEMAND FOR RENEWABLE ENERGY SOURCES. ANALYSIS OF MARKETING APPROACHES OF COMPANIES IN THE GREEN ENERGY MARKET
Abstract
The article examines consumer behavior factors shaping demand for renewable energy sources in Ukraine and analyzes the role of marketing approaches applied by companies operating in the green energy market. The relevance of the study is determined by the global energy transition, climate-related challenges, and energy security considerations, as well as by Ukraine’s specific conditions characterized by high energy intensity, historical dependence on imported energy resources, and vulnerability of centralized energy systems. Special attention is given to changes in consumer motivations under conditions of institutional uncertainty and increased demand for energy autonomy. The purpose of the research is to identify key economic, social, psychological, technological, and institutional determinants influencing consumer decisions regarding the adoption of renewable energy solutions, and to systematize marketing strategies that support the transition from declarative approval of renewable energy to practical investment behavior. The methodological framework is based on an integrative analytical approach that combines synthesis of academic literature, comparative analysis of international and Ukrainian practices, and conceptual generalization of empirical findings presented in previous studies. The results indicate that consumer demand for renewable energy is shaped by the interaction of financial incentives, perceived economic feasibility, trust in regulatory frameworks, access to information, and value-based orientations. The study highlights the heterogeneity of consumer segments in the renewable energy market, including economically motivated consumers, environmentally oriented groups, and a growing segment focused primarily on energy autonomy and reliability of supply. This shift in motivational structure is particularly relevant for Ukraine in the context of energy system disruptions and security risks. The analysis shows that marketing strategies are most effective when they reduce perceived risks, address information asymmetry, and align communication messages with the dominant motivations of specific consumer segments. The practical value of the research lies in its applicability for developing marketing strategies of energy companies and for improving policy instruments aimed at stimulating renewable energy adoption among households and small businesses in Ukraine.
References
International Energy Agency. Renewables 2022: Analysis and Forecast to 2027 [Електронний ресурс]. Paris : IEA, 2022. Режим доступу: https://iea.blob.core.windows.net/assets/64c27e00-c6cb-48f1-a8f0-082054e3ece6/Renewables2022.pdf (дата звернення: 15.11.2025).
REN21. Renewables 2020 Global Status Report [Електронний ресурс]. Paris : REN21 Secretariat, 2020. Режим доступу: https://www.ren21.net/gsr-2020/ (дата звернення: 24.09.2024).
European Commission. Standard Eurobarometer 99: Europeans’ attitudes on EU energy policy [Електронний ресурс]. Brussels, 2023. Режим доступу: https://energy.ec.europa.eu/data-and-analysis/eurobarometers-energy_en (дата звернення: 24.09.2024).
Pew Research Center. Majorities of Americans Prioritize Renewable Energy, Back Steps to Address Climate Change [Електронний ресурс]. 2023. Режим доступу: https://www.pewresearch.org/science/2023/06/28/majorities-of-americans-prioritize-renewable-energy-back-steps-to-address-climate-change/ (дата звернення: 10.12.2025).
International Energy Agency. Ukraine Energy Profile [Електронний ресурс]. Paris : IEA, 2020. Режим доступу: https://www.iea.org/reports/ukraine-energy-profile (дата звернення: 15.11.2025).
Кабінет Міністрів України. Енергетична стратегія України на період до 2035 року [Електронний ресурс]. Київ, 2017. Режим доступу: https://zakon.rada.gov.ua/rada/show/605-2017-%D1%80 (дата звернення: 15.11.2025).
Pimonenko T., Lyulyov O., Us Y. Feed-in tariff as an incentive instrument to enlarge renewable energy use by households. Economics for Ecology. Poltava, 2016. P. 71–73.
IRENA. Renewable Energy Prospects for Ukraine (REmap 2030) [Електронний ресурс]. Abu Dhabi, 2015. Режим доступу: https://www.irena.org/publications/2015/Mar/Renewable-Energy-Prospects-for-Ukraine (дата звернення: 24.09.2024).
Kuzior A., Lobanova A., Kalashnikova L. Green Energy in Ukraine: State, Public Demands, and Trends. Energies. 2021. Vol. 14, No. 22. Art. 7745. DOI: https://doi.org/10.3390/en14227745.
Lyulyov O., Pimonenko T., Kwilinski A. et al. The Impact of Government Policy on the Energy Efficient Gap. Energies. 2021. Vol. 14, No. 2. Art. 373. DOI: https://doi.org/10.3390/en14020373.
Polcyn J., Us Y., Lyulyov O., Pimonenko T., Kwilinski A. Factors Influencing Renewable Energy Consumption in Europe. Energies. 2022. Vol. 15, No. 1. Art. 108. DOI: https://doi.org/10.3390/en15010108.
Chygryn O., Bilan Y., Kwilinski A. Stakeholders of Green Competitiveness. Marketing and Management of Innovations. 2020. No. 3. P. 358–370.
Chen Y., Wang X., Huang J. et al. Green Competitiveness of Enterprises. Sustainability. 2021. Vol. 13, No. 24. Art. 13679.
Chygryn O., Bilan Y., Kwilinski A. Green Bonds as an Incentive Instrument. Journal of Environmental Management and Tourism. 2018. Vol. 9, No. 7. P. 1443–1456.
Caruso G., Colantonio E., Gattone S. Renewable Energy Consumption and Social Factors. Sustainability. 2020. Vol. 12, No. 7. Art. 2915.
Uzar U. Political economy of renewable energy. Renewable Energy. 2020. Vol. 146. P. 1119–1127.
Sineviciene L., Sotnyk I., Kubatko O. Energy efficiency in post-communist economies. Energy & Environment. 2017. Vol. 28, No. 8. P. 870–884.
Hanimann R., Vinterbäck J., Markard J. Consumer behavior in renewable electricity. Energy Policy. 2015. Vol. 78. P. 11–21.
Sotnyk I., Kurbatova T., Kubatko O. et al. Solar business prosumers in Ukraine. Energy Policy. 2023. Vol. 178. Art. 113585.
Wüstenhagen R., Bilharz M. Green energy market development in Germany. Energy Policy. 2006. Vol. 34, No. 13. P. 1681–1696.
Clark C. F., Kotchen M. J., Moore M. R. Participation in a green electricity program. Journal of Environmental Psychology. 2003. Vol. 23, No. 3. P. 237–246.
Державне агентство з енергоефективності та енергозбереження України. Близько 7500 домогосподарств встановили СЕС [Електронний ресурс]. 2018. Режим доступу: http://saee.gov.ua/uk/news/2441 (дата звернення: 15.11.2025).
Державне агентство з енергоефективності та енергозбереження України. Вже близько 30 тис. родин перейшли на СЕС [Електронний ресурс]. 2021. Режим доступу: https://saee.gov.ua/uk/news/3541 (дата звернення: 15.11.2025).
European Commission. EU energy directives and policy framework [Електронний ресурс]. Brussels. Режим доступу: https://energy.ec.europa.eu (дата звернення: 15.11.2025).
FP Analytics. Investing in Energy Security: Ukraine [Електронний ресурс]. 2025. Режим доступу: https://fpanalytics.foreignpolicy.com (дата звернення: 15.11.2025).
Державне агентство з енергоефективності та енергозбереження України. Розвиток ВДЕ в Україні. Київ, 2020.
International Energy Agency. (2022). Renewables 2022: Analysis and Forecast to 2027. Paris: IEA. Available at: https://iea.blob.core.windows.net/assets/64c27e00-8f87-4fb1-873b-22db31c2ef27/Renewables2022.pdf (accessed 15.11.2025).
REN21. (2020). Renewables 2020 Global Status Report. Paris: REN21 Secretariat. Available at: https://www.ren21.net/gsr-2020/ (accessed 24.09.2024).
European Commission. (2023). Standard Eurobarometer 99: Europeans’ attitudes on EU energy policy. Brussels. Available at: https://energy.ec.europa.eu/data-and-analysis/eurobarometers-energy_en (accessed 24.09.2024).
Pew Research Center. (2023). Majorities of Americans Prioritize Renewable Energy, Back Steps to Address Climate Change. Available at: https://www.pewresearch.org/science/2023/06/28/majorities-of-americans-prioritize-renewable-energy-back-steps-to-address-climate-change/ (accessed 10.12.2025).
International Energy Agency. (2020). Ukraine Energy Profile. Paris: IEA. Available at: https://www.iea.org/reports/ukraine-energy-profile (accessed 15.11.2025).
Kabinet Ministriv Ukrainy. (2017). Enerhetychna stratehiia Ukrainy na period do 2035 roku [Energy Strategy of Ukraine until 2035]. Kyiv. Available at: https://zakon.rada.gov.ua/rada/show/605-2017-%D1%80 (accessed 15.11.2025).
Pimonenko, T., Lyulyov, O., & Us, Y. (2016). Feed-in tariff as an incentive instrument to enlarge renewable energy use by households. Economics for Ecology, pp. 71–73.
IRENA. (2015). Renewable Energy Prospects for Ukraine (REmap 2030). Abu Dhabi. Available at: https://www.irena.org/publications/2015/Mar/Renewable-Energy-Prospects-for-Ukraine (accessed 24.09.2024).
Kuzior, A., Lobanova, A., & Kalashnikova, L. (2021). Green Energy in Ukraine: State, Public Demands, and Trends. Energies, vol. 14(22), art. 7745. https://doi.org/10.3390/en14227745
Lyulyov, O., Pimonenko, T., Kwilinski, A., et al. (2021). The Impact of Government Policy on the Energy Efficient Gap. Energies, vol. 14(2), art. 373. https://doi.org/10.3390/en14020373
Polcyn, J., Us, Y., Lyulyov, O., Pimonenko, T., & Kwilinski, A. (2022). Factors Influencing Renewable Energy Consumption in Europe. Energies, vol. 15(1), art. 108. https://doi.org/10.3390/en15010108
Chygryn, O., Bilan, Y., & Kwilinski, A. (2020). Stakeholders of Green Competitiveness. Marketing and Management of Innovations, no. 3, pp. 358–370.
Chen, Y., Wang, X., Huang, J., et al. (2021). Green Competitiveness of Enterprises. Sustainability, vol. 13(24), art. 13679.
Chygryn, O., Bilan, Y., & Kwilinski, A. (2018). Green Bonds as an Incentive Instrument. Journal of Environmental Management and Tourism, vol. 9(7), pp. 1443–1456.
Caruso, G., Colantonio, E., & Gattone, S. (2020). Renewable Energy Consumption and Social Factors. Sustainability, vol. 12(7), art. 2915.
Uzar, U. (2020). Political economy of renewable energy. Renewable Energy, vol. 146, pp. 1119–1127.
Sineviciene, L., Sotnyk, I., & Kubatko, O. (2017). Energy efficiency in post-communist economies. Energy & Environment, vol. 28(8), pp. 870–884.
Hanimann, R., Vinterbäck, J., & Markard, J. (2015). Consumer behavior in renewable electricity. Energy Policy, vol. 78, pp. 11–21.
Sotnyk, I., Kurbatova, T., Kubatko, O., et al. (2023). Solar business prosumers in Ukraine. Energy Policy, vol. 178, art. 113585.
Wüstenhagen, R., & Bilharz, M. (2006). Green energy market development in Germany. Energy Policy, vol. 34(13), pp. 1681–1696.
Clark, C. F., Kotchen, M. J., & Moore, M. R. (2003). Participation in a green electricity program. Journal of Environmental Psychology, vol. 23(3), pp. 237–246.
Derzhavne ahentstvo z enerhoefektyvnosti ta enerhozberezhennia Ukrainy. (2018). Blyzko 7500 domohospodarstv vstanovyly SES [About 7,500 households installed solar PV]. Available at: http://saee.gov.ua/uk/news/2441 (accessed 15.11.2025).
Derzhavne ahentstvo z enerhoefektyvnosti ta enerhozberezhennia Ukrainy. (2021). Vzhe blyzko 30 tys. rodyn pereishly na SES [Already about 30 thousand families switched to solar PV]. Available at: https://saee.gov.ua/uk/news/3541 (accessed 15.11.2025).
European Commission. (n.d.). EU energy directives and policy framework. Brussels. Available at: https://energy.ec.europa.eu (accessed 15.11.2025).
FP Analytics. (2025). Investing in Energy Security: Ukraine. Available at: https://fpanalytics.foreignpolicy.com (accessed 15.11.2025).
Derzhavne ahentstvo z enerhoefektyvnosti ta enerhozberezhennia Ukrainy. (2020). Rozvytok VDE v Ukraini [Development of renewable energy in Ukraine]. Kyiv
This work is licensed under a Creative Commons Attribution 4.0 International License.
